Classic Burgers

Classic Burgers needed a visual identity that captured the personality of the concept: bold, direct, and unapologetically American. Restaurant branding lives or dies by how it reads at a distance and at arm’s length — the logo on a storefront, the menu in a customer’s hands, the packaging on the counter.

We built the identity around strong typographic choices and a color system that references classic American diner aesthetics without feeling retro or derivative. The logo works across multiple applications: signage, cups, wrappers, and print. Menu design was treated as a design problem in its own right — clear hierarchy, legible at a range of lighting conditions, with a layout that makes the menu experience feel consistent with the brand promise.

The project covered brand identity, menu layout and print design, and collateral. Every piece was designed to work as part of a system rather than in isolation, giving the restaurant a consistent visual presence from the moment a customer walks in to the moment they leave. The result is a brand that communicates confidence and clarity without overcomplicating the offer.